A study by Visa, UEFA’s women’s football sponsor, has found 70% of fans believe brands help boost the visibility of women’s football, and 67% say brands are essential to its development.
The gym chain’s marketing has been “middle of the road” for too long, says CMO Andy Tomkins, who joined the brand last summer.
TikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
A big believer in “unexpected familiarity”, marketing boss James Russell-Watson explains how Nuby became the first baby brand to secure a title sponsorship in English football.
Peloton is set to further reduce its marketing spend while steering away from heavy promotions, marking a strategic shift in response to ongoing financial challenges.
Frasers Group is not replacing the CMO role after Beckie Stanion left in February. Instead, Ger Wright, managing director for sport at Frasers Group, is now responsible for marketing alongside chief customer officer David Clark.
World Rugby CMO James Rothwell says launching the big budget campaign early will help the sport “break through the ceiling”.
Puma’s global marketing boss Richard Teyssier has implemented a philosophy of “fewer, bigger, better” at the brand with the belief it will deliver greater impact.
The purpose-led toilet roll brand is dipping into sports sponsorship with Lewes Football Club – the self-dubbed Equality FC – for a two-year sponsorship deal.
Former Adidas marketing boss Eric Liedtke will lead brand strategy, as CEO Kevin Plank claims the business lacked the “strength of leadership” to succeed.
With the right athlete tie-up and creative content strategy, smaller brands are punching above their weight to stand out amongst high profile official sponsors.
After committing to “over invest” in marketing last quarter, Adidas has kept to its word with increased activity fuelling a quicker than expected turnaround.
Joining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
Formula E’s CEO Jeff Dodds has an “always on” approach to restructuring, as it appoints Manchester United’s former top marketer Ellie Norman as its new CMO.
Under its new marketing leadership Formula E is looking to grow from a “plucky startup” into a global brand, explains the sport’s CEO Jeff Dodds.